In another sign that Chinese buyers have fast become the top target market for real estate agents around the world, the agent selling the US$19.5 million last home of superstar Michael Jackson opened his marketing campaign last week by targeting Chinese buyers.
This is good news for Juwai.com, the No. 1 Chinese international property portal. It means its focus on Chinese buyers of international property is paying off by providing real estate agents who advertise on Juwai.com a real advantage over their competitors.
“Sometimes a single, concrete example makes a trend seem more real than all the statistics put together,” said Andrew Taylor, co-CEO of Juwai.com. “With a property as iconic as Michael Jackson’s last house, the agent’s first step was to market it to Chinese buyers.
“Not only is he listing it in Chinese on Juwai.com, but he actually brought his team to China to market it in person to 14,000 high net worth Chinese at Shanghai’s biggest luxury show, Top Marques.”
Jorge Eduard Martinez, CEO of Miami, Florida-based Worldwide Properties, listed the Las Vegas property on Juwai.com and traveled to Shanghai to present it to China’s wealthiest consumers at the Top Marques super-luxury expo.
Juwai.com hosted a Luxury Property Pavilion at Top Marques. With Juwai.com’s help, agents from the US, Australia and the UK marketed their high-end listing to the expo’s audience of 14,000 wealthy Chinese.
“A property of this scale, location and history today may be more likely to find a buyer in Asia than in the US,” said the agent, Martinez of Worldwide Properties. “China is the biggest source of international buyers for properties like this, so we are taking our marketing show on the road to Shanghai.
“Juwai.com has made it very easy for us. Their website reaches the largest Chinese audience, and they have made exhibiting at the Top Marques expo extremely easy for us.”
“What Worldwide Properties understands,” said Taylor of Juwai.com, “is that for high-net-worth Chinese, buying international property is as much about lifestyle as investment.”
Other exhibitors at Top Marques include producers of personal submarines, private jets, haute couture, fine watches, wines, super cars and personal yachts. The expo attracts some 14,000 high-net-worth Chinese to the Shanghai Exhibition Center and it ran from the 25th to the 27th of October, 2013.
High net worth Chinese investors are dedicating a total of RMB 1.1 trillion (US$180 billion) to international real estate, according to CBRE China 2013 Report.
Edited by Gordana Davila